Greenpeace is well known for its creative approach to campaigning. Building on the impact of its 2018 Rangtan campaign, in recent years it has used stop-motion animation to call out the UK government’s failings on waste and teamed up with Wallace and Gromit creator Aardman to highlight the plight of the ocean’s turtles.
The environmental organisation’s latest campaign is no exception, using a cover version of one of Fleetwood Mac’s biggest hits, Don’t Stop, as a call to action for people worried about the state of the planet and our collective future.
Devised by long-time agency partner Mother, the reimagined song is produced by Fraser T Smith, who has worked with everyone from Dave to Drake. It features searing new lyrics by rapper Avelino, vocals from the House Gospel Choir, and instrumentation from jazz talent development organisation Tomorrow’s Warriors.
The accompanying short film takes a stark look at the state of the world and all our roles in it. Exec-produced by Steve McQueen, it has been directed by his protege Samona Olanipekun through the director’s production company Lammas Park.
Envisaged as a metaphor for our current climate crisis, the film shows an increasingly raucous party where the revellers (including a cameo appearance from Will Poulter) fail to see the damage they are causing. “This short film is an arresting look at the state of a world hurtling out of control,” says McQueen.
“It captures the unease at seeing corporations (especially those of oil and gas) and their enablers do damage to the environment on our behalf, acting like there’s no tomorrow and driving the climate crisis solely for their profit. But we have collective power to realise a different future. It’s imperative that people don’t forget, tomorrow is promised to no one.”
Don’t Stop will feature heavily at Glastonbury this year, with the film airing on the big screens at main stages throughout the festival. The project’s branding will also be used across the site, including on Glasto’s famous tote bags, which will bear the words: ‘Don’t Stop Thinking About Tomorrow’.
Music: Christine McVie/Universal Music Publishing Group
Producer: Fraser T Smith
Original Rap Verses: Avelino
Performers: Future Utopia X Avelino X Tomorrrow’s Warriors
Mix: Scott Barnett
Film Production: Lammas Park
Director: Samona Olanipekun
Executive Producers: Steve McQueen, Bona Orakwue, Anna Smith Tenser
DOP: Annika Summerson
Production Designer: Jade Adeyemi